According to the relevant data of the "2022 Q1 Mobile Game Purchase Report" released by Hot Cloud Data, in terms of the proportion of the number of products put into the main types of the Q1 mobile game purchase market, role play is still the most prominent type, accounting for nearly 40%, far higher than leisure puzzles, online earnings, simulation operations, cards and other types, which is the absolute main force in the mobile game purchase market. At the same time, the performance of role playing in the Q1 incremental market is also remarkable, ranking second in the new rate ranking, after cards. Overall, whether in terms of buying large market performance or new tour launch, role playing has handed in a satisfactory answer sheet in Q1.
After entering April, from the perspective of the top 10 of the mobile game buying market role play creative group, some old tours have been greatly invested, and many new tours have been put at the forefront of the purchase. According to the two sets of data of the comprehensive App Store best-seller list and the mobile game purchase list, there are two mobile games that stand out, one is "A Thought of Escape", which ranks first in the buying list, and the other is "Floating Life as a Qing Song", which ranks eighth in the buying list.
"A Thought runaway" as a thunder game released at the end of January 2021, the current cumulative number of users has exceeded 10 million, with excellent game quality, it has been stable in the best-seller list for a long time in the top ten, at the same time, it is also regarded by thunder games' parent company Gigabit as a new hit to increase the company's revenue after "Ask Mobile Game". The time of "Floating Life for Qing Song" is even longer, it is a game released by Friendship Time at the end of 2019, it is a representative work of its female mobile games, and this mobile game remains in the best-selling top 30 after 2 and a half years of operation, which is not easy, reflecting its overall strategy of long-term operation.
Thermal cloud data through the comparative analysis of the performance of the above two mobile games in the past year found that:
(1) In order to extend their own life cycle, the two mobile games are improving the quality of the game and the frequency of interaction with players through continuous version iterations, "A Thought of Escape" has been updated as many as 22 times in the past year, and "Floating Life for Qing Song" is 14 times;
(2) The download volume of the two mobile games on the iOS side tends to converge, about 3 million times in the past year, and "Floating Life for Qing Song" is slightly higher;
(3) From the perspective of revenue estimates of the iOS end in the past year, "One Thought Runaway" exceeds 150 million US dollars, and "Floating Life as Qing Song" is close to 50 million US dollars, the former is about 3 times that of the latter, and "A Thought Runaway" has more imagination space in the flowing water performance.
In terms of ad delivery, the delivery strategies of the two are not the same. Judging from the buying trend since this year, "A Thought runaway" has seen many small peaks in the creative group, and the highest value appeared at the time of the 1st anniversary celebration of the mobile game, more than 73,000 groups, in addition, there was also a significant increase before the May Day holiday. The release trend of "Floating Life for QingGe" has been relatively stable, with no obvious fluctuations, and the highest value appeared in late April, with more than 25,000 creative groups.
In terms of traffic platform distribution, the preferences of the two mobile games are also different. "One Thought Runaway" prefers the "headline system", with pangolins accounting for the highest proportion, more than 60%, followed by excellent advertising and Tencent advertising. On the whole, "Floating Life for Qingge" prefers the "Tencent system", and the total number of excellent advertising and Tencent advertising accounts for more than 60%, but this mobile game is more inclined to be placed on the pangolin platform on the iOS side.
From the perspective of delivery materials, with the update of versions and content, both of the above games have added game story-related materials in 2022. Through the mode of plot selection, "One Thought Runaway" allows players to experience the whole process of cultivating the realm of truth such as Tsukiji, Jindan, Yuan Baby, and Crossing; "Floating Life for Qing Song" also emphasizes that free choices can be made according to the direction of the game plot, simulating the life of the harem promotion as a heroine.
The same is a national style game, and the presentation of game screens also accounts for a large proportion. "A Thought of Escape" highlights the world of immortals with freehand ink national style, showing the beauty of a long history of traditional culture, this mobile game unites the China Academy of Art, the Guangzhou Academy of Fine Arts and the Central Academy of Fine Arts to carry out design course cooperation, deep into colleges and young user groups; "Floating Life as a Qing Song" highlights the 3D picture quality, the real change of seasons, etc., truly restore the scenes and life of the ancient Beijing City.
In terms of gameplay, "One Thought Runaway" highlights the placement of hang-ups and thousands of people on the same screen in the delivery content, which not only generates corresponding revenue when players are offline, but also interacts with other players. At the same time, thousands of people on the same screen and cross-service combat can increase the player's combat effectiveness and refreshing feelings. "Floating Life as a Song" is mainly based on DIY pinching face, changing clothes at will, decorating homes, and freely cultivating pets.
Multi-party linkage occupies a large proportion of the publicity cycle of the two mobile games. On the occasion of the anniversary, "One Thought of Eternity" and "Legend of mortal Xiu Xian" are linked to two animation works, aiming at the precise player group who love the Xiu Xian Sect. Both animations are adapted from the popular Xiu Xian novel, with a huge number of fans, which has a certain pulling effect on the addition of new mobile game players. "Floating Life for Qing Song" links with the national intangible cultural heritage Weifang kite inheritors, century-old Caizhizhai and Hanfu brands, etc., to open in-depth cross-border cooperation and affect a wider range of player groups.
From the perspective of the overall marketing strategy, on the basis of the purchase volume, the two mobile games have their own way of playing. In addition to mobile games, "One Thought Runaway" has successively launched the official animation "Under the Runaway: Immortal Demon Decision", which has achieved full coverage of mobile games, animations and novels; and "Floating Life for Qingge" has deeply cultivated the player community in more than two years after its launch, gathering players together through the fun friend App developed by Friendship Time, increasing the frequency of interaction with players through raiders, Q&A, posting, etc., and enhancing the stickiness of mobile game users.